The Research On Brand Image Mold Of Turpan Tourist Attraction

With the development of brand economy,the tour industry got into brand ages。The competition on the travels market in our country is continuously fierce,thus more and more business enterprises are all known that,to beg existence and development on the market where competing intensive , have to walk the road of brand management,but there are different influential factors,among which the brand of tourist attraction are of the great importance。its brand image directly influences to travel destination brand of competition ability。This paper first reviewed the both domestic and foreign scholars'literature on tourist attraction brand,conducting a simple analysis on them and pointing out the research gap in the Turpan tourist attraction brand image mold。Second,In order to systematically study the issue,this paperis based on the study method of consumers behavior mode and image identifies system (CIS system),try fore the past research on the foundation of tourist attraction brand,go deep analyze into the content and characteristic of tourist attraction brand image and the existent problem in brand constructing in Turpan tourist attraction,provide a reasonable development direction for the development of Turpan tourist attraction。Third,This paper is based on the brand construction of tourist attraction,Image Positioning of brand image and information creations of brand image molds in Turpan for core,Then through case studies and the inspection result which carry on in Turpan, analyze the historical and cultural customs,tourism resources,characteristics and advantages of the scenic area in Turpan,analyze the strengths,weaknesses, opportunities and challenges of brand create to tourist destination,that is,SWOT analysis,then Inquiry into counterplan on brand image mold of tourist attraction in Turpan ,and get a related conclusion。To sum up above,we come to the main conclusion that :1. The investigate result states that,The domestic and international visitor knows to the tourst attraction brand image in Turpan mostly is that the concentration in "history cultural city"。It is clear that,Turpan tourist brand image should be positioned to its historical and cultural customs ,especially traditional Western Regions culture in Turpan on。2. Turpan publicizees promotion path have great limit,tourist attraction and its publicity haven't attained an anticipant attraction target,there will still keep existing a certain margin between the visitor as to it's publicity of cognition and the publicity of department concerned,specially ,publicity for enternational market still keeping wait for further strong。3. Draw on a domestic and international visitors come to Turpan and travel,most of the item concentration is in seeing history cultural ruins and folk romantic feeling, but currently Turpanspecial feature development attraction item about the Uygur minority race till not satisfying the visitor's cultural ability。...